Red Bull Stratos Breaks World Records

2012 Google Zeitgeist Status

Red Bull Stratos

TRANSCEND HUMAN LIMITS

Red Bull Stratos was a groundbreaking high-altitude skydiving project featuring Austrian skydiver Felix Baumgartner.

On October 14, 2012, Baumgartner ascended 39 kilometers into the stratosphere in a helium balloon and performed a record-breaking freefall, becoming the first human to break the sound barrier without a vehicle. This historic mission captivated a global audience, showcasing Red Bull's commitment to pushing the limits of human potential and redefining adventure marketing.

REDEFINING POP CULTURE

As the U.S. paid media lead for Red Bull Stratos during my tenure with Carat, I led with my team, paid media efforts for one of the most iconic brand initiatives in Red Bull’s history. This groundbreaking high-altitude skydiving mission achieved undeniable impact.

  • Captured global attention, setting records for concurrent live streaming views on YouTube and solidifying Red Bull's reputation for pushing the limits of human potential.

    • Exceeded streams for the 2012 London Olympics.

  • Groundbreaking space jump that became the most-watched live stream on YouTube with over 8 million concurrent viewers, earned a spot in Google Zeitgeist 2012 as one of the year’s most searched topics.

  • My team’s strategic media planning and execution ensured maximum reach and engagement with a limited budget, making this campaign a landmark achievement in brand marketing.

    • Tied media into partnership with YouTube as exclusive streaming partner to drive views.

    • Streamed both jumps (both the aborted jump on October 9 and the successful 2nd attempt on October 14, 2012) on one of the largest digital billboards in the world in Las Vegas at the time.

    • National digital media buy with rich media units delivering real-time countdown to jump.